Home / Opinion / Op-Ed / Kodak’s pharmaceutical adventure and the fluidity of its brand equity (access required)

Kodak’s pharmaceutical adventure and the fluidity of its brand equity (access required)

Kodak’s recent announcement about entering the pharmaceutical industry as a supplier for generic products has been met with mixed sentiments. While the initial reaction was overwhelmingly positive, with share prices tripling in the immediate aftermath, there have been skeptics who have expressed their doubts on whether Kodak’s competitive and operational capacities can be translated in ...

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